modernised craft
Leather carries assumptions. It reads as traditional, established, safe, which for a material with this much creative range, is a limitation worth challenging.
Modernised Craft was a season-long campaign built around exactly that tension: taking the familiar language of leather design and pushing it somewhere unexpected. The creative direction focused on photography that treated leather as a three-dimensional, almost living material, capturing weight, movement and surface in ways that flat product imagery rarely attempts.
Website & e-mail marketing
A STORY ABOUT SILVER, THAT FEELS LIKE ANYTHING BUT…
The starting point was a finish most brands would hide, the broken, worn surface of well-worked leather. Here it became the hero. The campaign reframed that aged character not as imperfection but as evidence of quality: the kind of patina that only comes from exceptional material.
Colour was the other protagonist. The campaign pushed the palette far beyond the expected, showing that this vintage aesthetic could hold across a full spectrum, from restrained naturals to something much bolder. Traditional craft, unexpected range.
Brush Off Collection
Metallique Collection
Denim Collection
Biker Collection
Social Media
I led the campaign end-to-end: creative vision, team direction, and execution across every channel, ensuring the idea held from concept through to final asset, without losing its edge along the way.
Campaign featuring in WGSN, trend forecasting agency
Mineral Collection
Campaign featuring in WGSN, trend forecasting agency
Social Media
LOOK THAT OUTLASTS EVERY TREND
Slin Collection